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| Alloy Online, Inc. |
| 115 West 30th Street, #201, New York, NY 10001 * (212) 244-4307 |
| Business Description | The company is a leading Internet destination providing community, content and commerce to generation Y, the 56 million boys and girls between the ages of 10 and 24. |
| Offering Information Company has | |||
| Trading As | ALOY (NASNTL) | Industry | Internet (SIC 5961) |
| Type of Stock Offered | Common Shares | Filing Date | 03/10/1999 |
| Domestic Shares Offered | 3,700,000 | Offer Date | 05/13/1999 |
| Foreign Shares Offered | 0 | Filing Range | $10.00 - $12.00 |
| Company Shares | 3,700,000 | Offer Price | $15.00 |
| Selling Shrhldrs Shares | 0 | Gross Spread | $1.050 |
| Gross Proceeds | $55,500,000 | Selling | $0.630 |
| Expenses | - - | Reallowance | $0.100 |
| Post-IPO Shares | 14,231,800 | Employees | - - |
| Primary Underwriting Group | ||
| Underwriter Name | Participation | Underwriter Phone |
| BancBoston Robertson Stephens | Lead Manager | (415) 989-8500 |
| Dain Rauscher Wessels | Co-manager | (612) 371-2818 |
| Ladenburg, Thalmann & Co. Inc. | Co-manager | (212) 409-2300 |
| Volpe Brown Whelan & Company | Co-manager | (415) 274-4463 |
| Income Statement and Cash Flow Summary | |||||||
| Prior Audited Income |
Latest Unaudited Income | ||||||
| Full Year Audited Figures | - - Months Ending | ||||||
| Figures in U.S. millions except per share data | 01/31/1997 | 01/31/1998 | 01/31/1999 | ||||
| Revenues | - | - | 0.025 | 1.800 | 10.210 | - | - |
| Income from Oper. | - | - | -0.118 | -1.899 | -6.125 | - | - |
| Net Income | - | - | -0.118 | -1.865 | -6.364 | - | - |
| E.P.S | - | - | - | - | - | - | - |
| Revenue Growth (%) | - | - | 7,100.00 | 467.222 | - | ||
| Net Income Growth (%) | - | - | - | - | - | ||
| Oper. Profit Margin (%) | - | - | - | - | - | - | - |
| Net Profit Margin (%) | - | - | - | - | - | - | - |
| Cash Flow - Oper. | -5.27 | - | - | ||||
| Cash Flow - Inv. | -0.01 | - | - | ||||
| Cash Flow - Fin. | 5.95 | - | - | ||||
| Balance Sheet Summary and Financial Ratios | |||||
| Balance sheet as of: 01/31/1999 | Financial Ratios | ||||
| Total Assets | 7.41 | Current Assets | 6.90 | Current Ratio | 4.23 |
| Total Liab. | 5.62 | Current Liab. | 1.63 | Debt Ratio | 75.83% |
| Total Equity | 1.79 | Working Cap. | 5.27 | Debt to Equity Ratio | 3.14 |
| Cash | 2.98 | Return on Assets | - | ||
| Use Of Proceeds |
The proceeds from the proposed offering will be used for marketing activities, capital expenditures, expansion of sales force, repayment of debt and other general corporate purposes, including working capital. |
| Legal Counsel Registrar Auditor | |
| Issuer's Law Firm | Mintz & Gold, LLP |
| Bank's Law Firm | Brobeck, Phleger & Harrison |
| Registrar/Transfer Agent | American Stock Transfer & Trust Co |
| Auditor | Arthur Andersen |
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| Industry Competition |
Electronic Commerce and Catalog Sales. The online commerce market is new, rapidly evolving and intensely competitive. Current and new competitors can launch new Web sites at relatively low cost. Our catalog competes with other catalog retailers and direct marketers, some of which may specifically target our customers. We currently or potentially compete with a variety of other companies serving segments of the Generation Y market including: (i) various mail-order retailers; (ii) various Web-based retailers; (iii) various Generation Y traditional retailers, either in their physical or online stores; and (iv) various online service providers that offer products of interest to our Generation Y consumers, including America Online and Microsoft Network. We believe that the following are the principal competitive factors in our market: (i) brand recognition; (ii) quality of site content; (iii) merchandise selection; (iv) convenience; (v) price; (vi) customer service; and (vii) reliability and speed of fulfillment. |
| Business Plan |
Alloy's objective is to become the leading Generation Y online destination. We intend to achieve our objective through the following strategies: (i) Maintain Single Brand Focus, (ii) Generate Multiple Online Revenue Streams, (iii) Continue to Improve User Experience, (iv) Attract Additional Visitors to Our Web Site, (v) Enhance Web Site and Technology Infrastructure and (vi) Expand Internationally. |